Marketers Take Search Ads Beyond Search Engines†

Facebook, MySpace, iPhone Figure in Efforts by Pizza Hut, Others to Boost Online Exposure While Controlling Costs

Wall Street Journal, January 20, 2009 — Marketers, seeking to boost their online exposure while keeping a lid on costs, are looking beyond Internet search engines such as Google and Yahoo to find new places for their search ads.

The trend reflects a change in the way consumers are navigating the Web. More online searches now take place on YouTube, the popular video site owned by Google, than on Yahoo, the No. 2 Web-search property. The change has companies including Pizza Hut, Universal Pictures and Monster.com rethinking their search marketing strategies.